Cheez-It has launched a new campaign, ‘Cravings Can Happen Anywhere,’ which includes three humorous spots. In ‘Book Club,’ ‘Tasty Eulogy’ and ‘Meet My Dad,’ it’s clear that no matter the situation (yes, even a funeral), if a craving hits, it can really hit.
Cara Tragseiler, senior brand director at Cheez-It, explained: “We’re doubling down on the absurd irresistibility of Cheez-It crackers we established with the launch of ‘Want It. Need It. Cheez-It.’ The relatable moments in this campaign show, in humorous ways, how the craving for Cheez-It can take over in the most unexpected places. Stay tuned to see more ways Cheez-It cravings will pop up soon.”
FCB New York won the Cheez-It account in 2023 amid a “winning streak” of cleaning up new clients. In March, it was named as the most-awarded advertising agency in The Drum’s World Creative Rankings 2025.
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“Everybody knows Cheez-It. Everybody loves Cheez-It. A lot of people would put it on their Mount Rushmore of snacks,” added Dan Kelly, executive creative director at FCB New York.
“The problem is, they’re not always thinking about our cheesy 1x1 inch square. So, when we’re a cheesy, salty snack stuck in the cracker aisle away from the rest of the highly competitive salty snacks, we can easily be passed by. That’s why we needed a new campaign like ‘Cravings Can Happen Anywhere’ to get the brand noticed again and dig into that very real insight of what it’s like to have Cheez-It on the brain. Because people know when those cravings happen, nothing quite hits like Cheez-It crackers.”
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FCB New York
FCB New York is a full-service advertising agency based in New York City that offers creative and strategic services across multiple marketing disciplines.